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Adthena @Marin Masters: Breaking Down Silos in Search

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Adthena Presentation at Marin Masters London 2014

"Breaking Down Silos in Search"

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Adthena @Marin Masters: Breaking Down Silos in Search

  1. 1. PPC & SEO Integration Breaking Down Silos in Search
  2. 2. We are Experts in Competitive Intelligence for Search Shaun Russell Product Manager Ian O’Rourke CEO
  3. 3. Breaking Down the Silos in Search PPC SEO
  4. 4. Our unique view of the whole search landscape
  5. 5. But Paid and Organic Search work Together
  6. 6. PPC and SEO integration is beginning to feel a little like…
  7. 7. A Bird’s Eye View of Search Source: Adthena
  8. 8. 1st Lesson – Marketing, Fast and Slow 100 90 80 70 60 50 40 30 20 10 0 12-Oct-14 19-Oct-14 26-Oct-14 2-Nov-14 9-Nov-14 Paid Organic Total Traffic Index House of Fraser Fashion Retail Traffic Source: Adthena
  9. 9. 1st Lesson – Marketing, Fast and Slow 100 90 80 70 60 50 40 30 20 10 0 12-Oct-14 19-Oct-14 26-Oct-14 2-Nov-14 9-Nov-14 Paid Organic Total Traffic Index House of Fraser Fashion Retail Traffic Source: Adthena
  10. 10. 1st Lesson – Marketing, Fast and Slow 100 90 80 70 60 50 40 30 20 10 0 12-Oct-14 19-Oct-14 26-Oct-14 2-Nov-14 9-Nov-14 Paid Organic Total Traffic Index House of Fraser Fashion Retail Traffic Source: Adthena
  11. 11. How did William Hill orchestrate such a high Share of Voice on generic keywords during the 2014 World Cup? William Hill Top 3 Competitors 1st Lesson – Marketing, Fast and Slow Source: Adthena 72% 28% World Cup Share of Voice
  12. 12. 1st Lesson – Marketing, Fast and Slow #WorldCup Tweet Volume World Cup Ad Copy Traffic World Cup Ad Copy Traffic Source: Adthena Using tailored ad copy William Hill were able to capitalize on events that were out of the reach of SEO Day (June 1st onwards)
  13. 13. 1st Lesson – Marketing, Fast and Slow You can retell the twists and turns of the World Cup with the ad copy patterns of the most reactive advertisers! Source: Adthena 180000 160000 140000 120000 100000 80000 60000 40000 20000 0 Traditional English over-optimism Inevitable early exit 1 5 9 13 17 21 25 29 33 37 41 Day (June 1st onwards) Generic traffic from tailored ad copy
  14. 14. 1st Lesson – Marketing, Fast and Slow You can retell the twists and turns of the World Cup with the ad copy patterns of the most reactive advertisers! 180000 160000 140000 120000 100000 80000 60000 40000 20000 0 1 5 9 13 17 21 25 29 33 37 41 Source: Adthena New World Champions Day (June 1st onwards) Generic traffic from tailored ad copy
  15. 15. 2nd Lesson – The Art of Search “If you know the enemy and know yourself, you need not fear the result of a hundred battles.”
  16. 16. 2nd Lesson – The Art of Search A really interesting slide (not provided)
  17. 17. 2nd Lesson – The Art of Search The faster you learn, the less expensive it is when you fail. Use PPC to rapidly test keywords and copy before committing to SEO investment. Test 1 Test 2 Test 3 Test 4 Test 5 Test 6 Test 7 Test 1 Test 2 PPC SEO
  18. 18. 2nd Lesson – The Art of Search
  19. 19. 2nd Lesson – The Art of Search
  20. 20. 2nd Lesson – The Art of Search “He will win who knows when to fight and when not to fight.”
  21. 21. Source: Adthena 2nd Lesson – The Art of Search
  22. 22. 2nd Lesson – The Art of Search - High volume low intent generic - High CPC, low margin - Organic dominant page Source: Adthena
  23. 23. 2nd Lesson – The Art of Search - More specific, higher intent query - Paid dominant page Source: Adthena
  24. 24. 2nd Lesson – The Art of Search - Leading fashion trend - Highly seasonal Source: Adthena, Google Trends
  25. 25. PPC & SEO Integration Key Strategies Minimise your risk with SEO Seize opportunity with PPC Share and leverage knowledge between PPC and SEO teams Build a unified keyword strategy
  26. 26. Get the slides: adthena.com/marinmasters

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